Attack Strategy by Sony PlayStation 4 was priced lower in contrast to the Xbox One Result: Sony has sold over 7.7 million consoles since its launch against Microsoft’s 4,5 million

Sony PlayStation StrategySell games which are exclusive to Sony

Attack Strategy by Microsoft Xbox:

Also offer games exclusive to them

RESULTSCompetitorsTHE ROLES OF BRANDS

BUILDING BRAND EQUITY

Brand ElementsMEMORABLE MEANINGFUL PRODUCT SERVICEBRAND community

PRODUCT PLACEMENT AND BRAND EQUITY

ADVANTAGES OF BRAND EQUITY

MEASURING BRAND EQUITY

BRAND AUDITSBRAND TRACKINGBRAND VALUATION

SETTING PRODUCT STRATEGY Customer Hierarchy

This Is For The Players

We Have Priced Our Product Competitively

What’s in the box:

PS4 ConsoleController x1Cables

Xbox One ConsoleController x1CablesKinectHeadset with Mic

But You Can Buy Our Extended Product Line

ControllersDocking StationsHeadsetsPlayStation Camera

We Also Engage Two Part Pricing

The PlayStation Store adds a second level to our pricing strategy with monthly fees.

While not a captive product, it is required for online play.

Products Can Be Bundled

Selling a bundle can help create a one-stop solution for customersPerceived value comes from economy of scaleLarger initial return on costs of acquiring new customers

Questions ?Examining the target market

We see our target market as anyone that plays any games- so roughly 181.4 million Americans. Studies show that the demographic mix of gamers is quite similar across most Western countries so we are assuming these statistics will reflect on the target market segmentation across the U.K and Australia.

Over our last two console generation launches, we have seen our market share drop significantly from dominating the market share with the 6th generation PS2, to losing a huge amount of the consumer market to the Wii in the 7th generation release.